1/1/2024 0 Comments Xpressive imaging![]() ![]() The current research focuses on the influence of the malleable self-concept on consumer attitudes toward a brand, based on the its personality associations. The results of two experiments demonstrate that traits that are made accessible by salient situational cues and those that are chronically accessible (schematic traits) positively influence consumer attitudes toward a brand based on its personality associations. ![]() More important, these effects are tested in a set of theory-based interactions that rely on the self-monitoring individual difference variable. Self congruity is enhanced for low versus high self-monitoring subjects, whereas situation congruity is enhanced for high versus low self-monitoring subjects. Together, these experiments shed light on the self-expressive use of brands and the role of the malleable self-concept in influencing consumer attitudes. People select products, brands and groups of people to express themselves and enhance themselves. A brand is perceived as attractive when it is helpful to a person to express himself or herself. Previous researches have covered some aspects of this topic, still much research is needed in the area of Marketing applications. The problem addressed in this research was that which variants of the self. ![]()
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